Independent jewellery brand Lily Charmed this month marks the 10-year milestone since the business was founded in 2011.

The family-run brand was founded by Lucy Lee, who designed the initial 10 designs at her kitchen table.

The first designs for Lily Charmed were created with charm collecting and gifting in mind and offered the sort of personalisation the brand is known for today.


Lee commented: “I made sure Lily Charmed’s first designs perfectly represented everything I wanted the brand to become.

“The sentiment of jewellery has always been the inspiration behind every Lily Charmed charm and the first pieces included the Bee, Feathers, Wishbone and Warm Heart which are still some of our best sellers to this day.

“The manufacturing process was also incredibly important to me – long before Lily Charmed was born I’d visited Potosi, a silver mine in Bolivia, and saw first-hand the impact of mining on the physical environment, the chemical footprint required to process metal, and the high impact on the workers.

“All of Lily Charmed’s charms are crafted from recycled sterling silver and gold-plated recycled sterling silver.

“As jewellery makers it’s our responsibility to understand, and ensure our customers understand, where our raw materials come from. I also love the sentimental journey of using recycled silver.

“For us charm jewellery has an emotional impact – using recycled silver brings with it its journey, the silver had a life before, a purpose, its own story, and by reusing silver we carry this on to the next generation.”

Upcoming plans for Lily Charmed’s continued growth include a new and improved bespoke website for its loyal trade customers, launching in 2021.

Its Star Cluster Christmas collection will be available from October 2021, and a selection of new charm bracelets will also be available for Christmas.

Lily Charmed will be doing its first ever retail show, Spirit of Christmas, at Olympia between 1-7 November 2021.